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Leveraging Social Media for Fundraising and Events


Events and fundraisers: Getting folks to show up & give

By Suzanne McDonald

It was a pleasure to return to share my insights with AFP-RI at its annual Fundraising Day conference. As with all my talks, this one was very interactive: Attendees shared their insights and asked a number of great questions. Even before we started, chatting with early-arrivers, I was demo’ing Hootsuite on my iPhone. Nothing like digging in!

If you’re not familiar with AFP-RI, these are the folks behind Save the Bay, the Potter League, Butler Hospital, numerous housing, welfare agencies, women’s shelters, arts organizations, and more. My talk eschewed the obvious Kickstarter and online fund-raising tools: This is more about getting people to show up and truly engage.

The slides above offer a roadmap to enhance nonprofits’ online following through social media sites such as Twitter, Facebook, LinkedIn, and much more. Much of this talk is adapted from the Event Planning and New Media course I developed and taught at Framingham State University.

Tweets from attendees Association of Fundraising Professionals

Amy Cogan @cogan715   great talk! Thank you for the fantastic, quick, simple tips!!

Michele Berard @MicheleBerard   @AFPRIChapter thx for sharing your expertise in leveraging social media for FR event. #afpmeet. 

Social Media tactics to promote and boost your eventsGoogle-Analytics-hostbaby

  • LinkedIn: Sharing your event with groups
  • Twitter & HootSuite, which allow you to set up your tweeting automatically
  • EventBrite, a virtual invitation and guest tracker
  • Facebook & its analytic capabilities
  • Google Analytics is also a great tool to determine your ROI

Other Social Media platforms that may boost your reach  Unknown

  • Pinterest
  • Foursquare
  • Instagram
  • YouTube

You can also follow Suzanne by attending her group of networking sessions and events Newport Interactive Marketers.

Social targeting, Without Being Creepy | OMMA Social

Do you ever get that creepy feeling that every move you make on the Internet is being watched?  Do you find that the ads that pop up alongside your e-mail and Facebook are strikingly familiar to things that are on your mind?  Creepy, right?  This “creepiness” is because marketers are able to collect social data online to create personalized ad experiences just for YOU!

How, as marketers, should audience data be gathered to create personalized ad experiences without seeming creepy?

This OMMA Social panel, “Invade My Privacy, Please: How to Use Social Targeting Without Being Creepy,” discusses how to gather social data and present it without invading people’s privacy, or seeming “creepy.” Use the insight from this panel to guide you as your generate social data for your brand.

Panel Moderator


Creating that creepy feeling

  • Marketers are targeting consumers at the wrong time
  • Is trigger by poor data collecting practices
  • Tracking and targeting are war terms; this doesn’t help when seeking buy-in from consumers

Facebook is.. . creepy?

 Ads on social platforms

  • Ads are an intrusion in a social environment because people are not seeking brand engagement there
  • Search environment ads are less intrusive: Is that because we’re simply more tolerant/trained to expect it?
  • Retargeting is commonplace for ads
  • Data is collected so marketers can monetize the web through ads and continue to provide a free service

Don’t creep

  • The key (and dilemma) is finding a way to collect data without alienating  users
  • Only 1 in 2,500 people opt out of data collection after reading privacy policies
  • Why don’t we educate consumers on what they opt into?
  • A privacy policy should be copy-written, not lawyered
  • Have  copy-writers and community managers produce “non-creepy” practices and content
  • Be strategic: Know when, where, and how to deliver ads

As consumers, the Internet is a vast and open plain where strangers have the ability to access your information.  Panelist John Montgomery warns users against being ignorant: Be aware of the volatility of online information sharing and carefully read privacy policies.

As marketers, use tact and appropriate online etiquette to prevent from being that “creepy” presence on the Internet.  Use copy-writers and community managers to establish privacy policies and share proper information with your consumers.  Further, be a friendly presence; let your audience know when, why, and how you are collecting their information.

Thanks for the Tweets @GroupMWorldwide, @Berly624, @ellenoppenheim, @JackWagner54, @mtuohy, @momma,  @SocMediaRebel, @jmc_nyc, @piperlynmac

Google+ Benefits and Impact on Search | Overdrive Interactive Webinar

What you need to know about Google+

Google is battling social competitors, and it is responding by increasingly intertwining social media and search.  Hence we have Google+ which combines social and search and, thus far,  it has been successful mix. From a search marketing perspective, this new wave of search changes carry the moniker “Search Plus Your World” (SPYW).

Without getting too technical about SPYW, OverDrive’s webinar, “How social media is impacting search opportunities,” teaches businesses about Google+ and how to use social and search to increase their visibility and sales.

The panel comprised, Google Agency Relationship Manager Grant Burgess, Overdrive’s Director of Social Media Ja-Nae Duane, and Overdrive’s Director of Search Michael Orlinski.

Overdrive InteractiveGoogle+ is a fast-growing social media platform

  • 90 million people on it
  • Over 50% of brands got on the Google Plus platform within the first few weeks
  • The +1 button has become the fastest growing social sharing widget thus far. It appears more than 5 billion times a day!

Google+ Hangouts

  • What if you could have real conversations with your customers? That’s what Google+ Hangouts are for.
  • Use Hangouts for research
  • Enable you to share your desktop
  • You can have real-time customer conversations, not just comments

Google+ Circles

  • People are sharing 2-3x more with Circles on Google+ than they are publicly
  • The Circles that you create and the Circles of people who +1 your brand, can start to be an authority in everyday searches
  • Circles help you send content to right people

Google Brand Page Checklist

  • Identify brand ambassadors
  • Complete your page
  • Customize circles
  • Post content

Enhance your Google+ presence

  • Your Google+ page needs to establish a great first impression! What story are you trying to tell?
  • There are a lot of advantages for search marketing
  • Think about what keywords you want to include to increase your SEO efforts
  • Post measurable content
  • Know what your target audience wants to share, and then craft your campaign
  • Humanize your brand: People connect with people
  • Put +1 on your content, it helps recommendations have staying power

According to the pros at this webinar, “social is not a destination, it’s a core human behavior.”  Google+ taps into the social nature of the Internet user to enable the world of social and search to combine in a way that allows uninhibited sharing of content between the people of your choosing.

Thank you for participating in the webinar @smitus, @JulieVera, @Icanhazjill, @mkosmicki, @JuliaForsyth, @LouisGadema, @mapdock!

Tools to Drive Your Social Media Editorial Calendar by Designated Editor

Driving and Planning Your Social Media Editorial Calendar

Do you find Social Media overwhelming … and making you crazy?

Designated Editor’s Suzanne McDonald shared sanity-saving tools to engage and increase social media effectiveness with the Yankee International Association of Business Communicators in Greater Boston last night. Here are a few highlights.

Social Media challenges we’ll address

  • What should an editorial calendar look like?
  • How to discover influencers?
  • How to be more efficient?
  • How to measure and boost ROI?
  • How to integrate across platforms?


4 elements of social media planning

Stage 1 Your audience & influencers

Stage 2 Find & leverage the right tools

Stage 3 Integrate social media channels

Stage 4 Social media optimization & metrics


HubSpot, Compendium, WordPress Editorial Calendar plugin


Stage 1 Audience & influencers

  • Who might be your best advocates?
  • What are their defining characteristics?
  • What are they looking for?
  • Are you using the right vocabulary?


Google Trends, Google Alerts, Google Keyword Tool

Influencer detection tools

Wildfire leaderboard, Technorati blog tool, Twiangulate, Klout Twitter plugin


Stage 2 Use the right strategic tools

  • Editorial calendars
  • Blogs: Yours and others’
  • Email newsletters
  • Search marketing best practices


 Samepoint, OMGili, Icerocket, Cision EdCals


Stage 3 Integrate social media channels

  • Claim social profiles: Facebook, Twitter, LinkedIn, Quora, SlideShare, Pinterest, Google+ etc.
  • Determine most relevant social channels
  • Monitor, engage & integrate
  • Sentiment analysis
  • Weave your content across platforms


Whathashtag, Twitalyzer, Twilert, Twitrratr


Stage 4 Social media optimization & metrics

  • Be more efficient
  • Be more effective
  • Optimize for performance
  • Calculate your ROI


Hootsuite, Google Analytics, Facebook Insights,, Twittercounter, SproutSocial


Many thanks to Yankee International Association of Business Communicators President Linda Sanders for the opportunity to share these insights.

Looking for a speaker for your event or organization? Check out myriad new media topics Suzanne McDonald has presented.

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